Philips Norelco electric shaver – case study

Challenge
As part of a marketing campiagn to build the Norelco electric shaver brand, Philips North America launched a website, www.ShaveEverywhere.com, to support the rest of the marketing activities.

One of the website’s specific objectives was to “build buzz” by having viral elements designed to encourage people to recommend the site to other people. However, there was a concern that viral marketing could irritate and i to i research was engaged to deliver learning as quickly as possible on the effectiveness of the digital campaign and the way in which is was being received.

Insight
It was quickly apparent that the website had succeeded in creating “buzz” – 32% of visitors to the site recommended it to others by either forwarding the site to others via the website or by word of mouth. It was also reassuring to learn that the digital campaign had not only been well received on a simplistic level (enjoyment), but also on a strategic level (technological, innovative). 

“Please let this letter serve as an unqualified reference for i to i research and for i to i tracker®. Their work product is consistently excellent. It is delivered on-time and on-budget. But more importantly, their strategic guidance and studied thoughtfulness are a true value-added. And the company's personnel are wonderful to work with. We look upon this firm as more of a partner than a supplier. And that is a significant statement, indeed.”
Terry A. Fassburg - Vice President, Philips Electronics North America